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Portfolio Workshop Radio Cab Presentation
- 1. Megan Etcheberry – Account Manager, Planner Shelby Wiglesworth – Media, Planner Lindsey Hoeft – Art Director Angela Stanton – Copywriter Koira Ramirez Sierra – Copywriter Gabrielle Gardner - Copywriter
- 2. JOB • Position Radio Cab in the new Uber Era
- 3. RESEARCH PROCESS Primary • Hotel Doormen • Radio Cab drivers Secondary • Portland Transportation Bureau • Reddit Portland forums
- 4. KEY RESEARCH FINDINGS Radio Cab’s Legacy • Local • Professional
- 5. KEY RESEARCH FINDINGS Public Perception • Long wait times • Rude drivers
- 6. REDDIT “Radio's service has really slid. I was loyal to Radio for years (they were on my phone under "taxi") … But the last couple of times I called, I was met with rude dispatch who flagrantly lied about wait times ... They never showed up by the way…” - Vinylpanx
- 8. MARKET SHARE Taxi, 48Uber, 52 Portland Transportation Bureau
- 9. COMPETITON Uber • Extremely brand loyal • Partygoers, tourists, and business professionals Broadway • Stealing customers because they are faster • Dispatch system based on proximity of driver to passenger
- 10. OBJECTIVES • Secure market share • Steal market share from Broadway
- 11. OBSTACLES • Current wait times • Current customer service
- 12. AUDIENCE • People 30+ • Currently use cabs • Live in Portland • Want safe and reliable rides • Willing to pay for exceptional service
- 13. REDDIT ” I don’t care about price, I do actually care about: • job security, • Safety • Supporting Oregon businesses, not Silicon Valley bullies If it costs me a few extra bucks, so what? People pay extra to get a bike or a beer or a potholder that was "made in Oregon", why would these same people support Uber? It's like saying "Why should I eat at Pok Pok when McDonalds gets the job done?....” -pdxkulture
- 14. INSIGHT Real Portlanders call Radio Cab. Radio Cab has been getting them out of tough spots for over 70 years. Portlanders have always preferred Radio Cab; we just need to help them love it.
- 16. CAMPAIGN OVERVIEW • Radio • Bus shelters • Cinema • Posters • Bar collateral • Maps • Business cards
- 17. RADIO
- 18. BUS SHELTERS
- 19. CINEMA
- 20. POSTERS
- 21. BAR COLLATERAL
- 22. BAR COLLATERAL
- 23. MAPS
- 24. BUSINESS CARDS
- 26. RADIO • 50% of budget • K103 • 99.5 The Wolf
- 27. CINEMA • 10% of budget • Laurelhurst • Living Room • Bagdad
- 28. BUS SHELTERS • 15% of budget • Shelters
- 29. COLLATERAL • 25% of budget • Matchbooks • Napkins • Posters • Maps • Business cards
- 30. RECOMMENDATIONS Dispatch: • Proximity based model Call Center: • Hire “Phyllis” as the standard operator
- 31. RECOMMENDATIONS Cab Drivers: • Business cards Website: • Update website • Driver-rating survey
- 32. METRICS FOR SUCCESS • Percent of increased calls to Radio Cab • Experience rating on the website • Market Share
- 33. SUMMARY Who? • Portlanders who use cabs, not Uber
- 34. SUMMARY What? • Secure market share • Steal market share from Broadway
- 35. SUMMARY How? • Radio, cinema, shelters, posters, and collateral
- 36. SUMMARY Result? • People will fall in love with Phyllis, therefore fall in love with Radio Cab
- 37. THANK YOU
Editor's Notes
- Hello, thank you for coming today. We are excited to present our campaign that we have been working on this past week.
- The goal of this campaign is to position Radio Cab in this new Uber era. 1. As you know, the introduction of ride-share apps impacted cab industry. Portland where the majority of call not hail 2. Strengths and weaknesses to both. Capitalize on our strengths, Uber can not compete. 3. Companies going to get squeezed out; become the best of the cab to come out on top.
- Understand strengths in market, audience, competition - doormen in charge of calling cabs for hotel guests. - Your cab drivers to gain insights from their perspectives. - understand how Uber has impacted you. Rreport done by Portland’s Transportation Bureau tracked both usage during trial period - Reddit to hear public thought about Uber, Portland’s cab scene, and yourselves.
- When we interviewed Doormen, every one said you are preferred Guest request a cab by name, Also the consensus on Reddit. Two themes that came up are historically known as “local” and “professional”. - Since you’re one of the oldest cab in Pdx, locals strong relationship. Strength Uber can’t compete. Drivers are new, spare time
- Unfortunately, in recent years, the public has expressed frustration that their expectations are not being met. The main complaints on Reddit were that the waits times were long and the cab drivers were rude.
- One Reddit user wrote, “Radio's service has really slid. I was loyal to Radio for years (they were on my phone under "taxi") … But the last couple of times I called, I was met with rude dispatch who flagrantly lied about wait times ... They never showed up by the way…” Reddit users repeatedly expressed these frustrations which left a wide opening for Uber to step in.
- During their trial period, Uber and taxies combined provided more than 1 million rides. 125% increase Uber 16% decrease cab ridership This means that Uber not only took some of the market share, but also grew it.
- Despite rapid growth, ridership split 52% 48% Large amount still use cabs Act quickly, keep the riders we do have and prevent from switching “stop the bleeding” so to speak
- - Uber extremely loyal users lobby their way into the city. They threw parties for young Portlanders 7,000 signatures 2 hours - young, tech savvy partygoers, tourists, business professionals according to Doormen cost too much to steal back market share, concerned only stealing other cab companies, mainly Broadway. - Not best reputation, stealing your customers, getting to them faster. Broadway dispatch proximity of driver to passenger; the closest driver gets the rider. Yours is zone based on queue of drivers waiting for faire. your drivers prefer, results in longer wait times, customers leave before get there. So in the end, your drivers get nothing.
- CLICK Like we said, the objectives are to secure the market share CLICK ultimately steal share from Broadway.
- The obstacles to achieving these goals are CLICK Current wait times CLICK customer service. We need to prove that you have a renewed commitment to excellence in order to make people fall back in love with you.
- not going to steal Uber riders; targeting current cab riders -30+ may own a car but use cabs as a way of getting around the city or going to the airport. They live in Portland, which means something. Portlanders have a strong sense of identity and support their own. These riders want a driver who knows the city like the back of their hands; you can offer that, Uber can’t. Although they are innovators, there is something imbedded in our culture that values the analogue style -They value safety, and want a ride that is reliable and are willing to pay a little extra for it.
- ” I don’t care about price, I do actually care about: job security, Safety Supporting Oregon businesses, not Silicon Valley bullies If it costs me a few extra bucks, so what? People pay extra to get a bike or a beer or a potholder that was "made in Oregon", why would these same people support Uber? It's like saying "Why should I eat at Pok Pok when McDonalds gets the job done?....” These are the people that want to love you, as long as you provide the service they desire.
- Considering your history of being local professionals, the current market, and Portland culture, we came up with this insight: …Real Portlanders call Radio Cab. Radio Cab has been getting them out of tough spots for over 70 years. Portlanders have always preferred Radio Cab; we just need to help them love it. challenging to make people fall in love with a brand. It is far less challenging to make them fall in love with a human. Therefore we created someone for Portlanders to love, and in turn love you.
- Phyllis is the Radio Cab operator. No matter what situation you’re in, Phyllis is there to help you out. Don’t worry, she won’t judge you. Phyllis is a New York transplant with an accent. She has been in Portland long enough to learn how to be “Portland Nice”, but there’s no doubt she tells it like it is. She knows this town like the back of her hand and knows her cabbies by name. She embodies all things analogue and is a symbol of a digital rebellion. Smart phones are great, but Phyllis is smarter.
- In order to introduce Portland to Phyllis, we are going to run an integrated marketing campaign across multiple platforms. This will reach our target audience at different times and locations.
- We will bring Phyllis to life using… CLICK Bus shelters The whole campaign will have a vintage look and feel featuring multiple headlines. For example, this one says “Lost In The Dark? Phyllis can help you out”
- We also chose to run ads at local cinemas CLICK We know that most people will look your number up on their phone when they call you, so we took a nod at your history and used the number CAPITOL 7 1212.
- CLICK We are also making posters to put up places where someone would call a cab. Again, a vintage feel black and white with a pop of red.
- CLICK For bar collateral we are making matchbooks that say, “Strike up a conversation, Call Phyllis” Prompting people to give you a call.
- CLICK Also, bar napkins that say “Honey, I know I’m twice as beautiful when you are seeing double but don’t get too excited. Just give Phyllis at Radio Cab a call.” They will reach people when they are at the bar and need a ride home. The lips are a friendly reminder that there is a human behind Radio Cab. That’s something that Uber can’t say.
- CLICK A map that will be updated monthly with your recommendations of the places to eat, things to do or places to go. And you can take them there. They are proof that you are the local professionals who know the city.
- CLICK Lastly, business cards. They will show that your drivers are professionals. Each rider will get a business card when their ride is over, encouraging them to call again. DONEEEEEEEEEEEEE
- In order to achieve the campaigns goals, we developed a media strategy consisting of four main parts, with a budget of $20,000
- 50% of the budget will be spent on radio. We will be running a four week long checkerboard on two stations CLICK K103 and 99.5 The Wolf We will be running one spot every day Monday through Thursday and two spots on Friday, when people are preparing for the weekend. This will reach approximately 23% of your target audience.
- Next, 10% of the budget will be spent on cinema. We will be running in three independent theaters; Laurelhurst, Living Room, and Bagdad. Both Laurelhurst and Bagdad will run for four months and Living Room for three months.
- 15 % of the budget will be spent on four weeks of bus shelters.
- The remaining 25% of the budget is going to collateral, which is broken down into two sections. Matchbooks, napkins, and posters will be placed in bars. Maps and business card will be placed in cabs This combination of media choices will give Phyllis a voice to connect with your target audience.
- show Portlanders renewed commitment to becoming leaders again. - dispatch system to a proximity-based model like Broadway’s. get to your riders before your competitors secure your market share you have. - hire Portland actresses to act as Phyllis. Customers blown away when she answers bridge between people loving Phyllis and people loving you
- - We also recommend a rating program to encourage your drivers to offer the best customer service. Each cab driver will give the rider their business card at the end of the ride. It say thank you for riding, have their name and number and also a prompt to rate their experience on the website. The cabbie with the highest rating each month will receive a $100 reward. - Updating website. Outdated, grammar errors add survey where customers can rate their experience.
- We will track the success of this campaign in three ways. CLICK percent of increased calls to Radio Cab. track how this campaign drives calls. CLICK customer experience rating. track how well doing internally. CLICK market share. how you are doing in stealing market share from Broadway.
- CLICK In summary, we are targeting Portlanders who use cabs instead of Uber.
- CLICK Our objectives are to secure current market share and ultimately steal share from Broadway
- CLICK We will reach these people through radio, cinema, shelters, posters, and different collateral.
- Given the recommendations are implemented CLICK This campaign will make Portlanders will fall in love with Phyllis, therefore fall back in love with Radio Cab.